DAZN, LeBron Create Latest Edition Of Pre-Fight Series "40 Days"
DAZN is once again teaming up with LeBron James and his Uninterrupted outfit to craft a boxing docu-series, this time leading up to the Canelo Alvarez-Sergey Kovalev bout on Nov. 2. DAZN Dir of Original Programming Deirdre Fenton gave a snapshot of what viewers can expect from this latest installment of the "40 Days" series: "What excites me about this one ... is the new voices we've woven into the film. We hear from DJ Khaled and Draymond Green -- both longtime Canelo fans -- who speak about challenging themselves to level up like Canelo does." Fenton said having James serve as an exec producer is a "core to the 40 Days strategy." Fenton: "Having marquee names attached obviously helps with promotion. ... What I find most valuable about these partnerships is the insights these athletes provide as we craft the story." On DAZN's goals for non-event programming, Fenton said Exec VP/Content Jamie Horowitz "developed '40 Days' with a specific focus on the series as an awareness driver." Fenton: "We want to introduce casual sports fans to these fighters and these storylines and get them invested in the upcoming match so they subscribe to the service to watch. We intentionally produce them for as wide an audience as possible." The first of the show's three episodes aired earlier this week on the service. Episodes will then move to Univision, NBCSN and several RSNs the day after it debuts. "40 Days" is just one of the latest production projects coming from DAZN. The service today launched a new weekly series on Pluto TV's Fight channel, and is also teaming with Sylvester Stallone's Balboa Productions for a new docu-series on Andy Ruiz' June 1 upset over Anthony Joshua at MSG.